Chipotle launching a burrito-rolling game in Roblox on April 7
Chipotle Mexican Grill Inc. announced Tuesday that it will launch a game in Roblox on April 7, coinciding with National Burrito Day. The game will allow players to earn Burrito Bucks that can be used for real Chipotle food. "Chipotle Burrito Builder is inspired by Chipotle fans on social media who have compared the complexities of rolling burritos to playing a video game," the release said. The Chipotle Burrito Builder is the second Roblox experience for the fast-casual chain after the Chipotle Boorito Maze in October 2021. This game will be based in the 90s when the Chipotle burrito was created. Wendy's Co. and Coca-Cola Co. are two other food companies that have recently landed in the metaverse with new games and programs. Chipotle stock has gained 11% over the last year. Roblox is down 29.3% for the period.
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